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"Perasaan FOMO memiliki unsur-unsur yang dapat memengaruhi keputusan pembelian seseorang. Perasaan FOMO dapat muncul akibat pengaruh orang terdekat, anggota keluarga, atau figur yang dikagumi oleh seseorang. Tulisan ini bertujuan untuk membuktikan bahwa star power yang dimiliki selebriti media sosial Instagram berpengaruh terhadap perasaan FOMO yang dirasakan oleh audiensnya. Penelitian dilakukan melalui metode analisis konten terhadap Instagram brand Street Boba. Analisis konten dilakukan dengan melihat perbandingan jumlah like, jumlah komentar, dan isi komentar pada konten yang menampilkan seorang Instafamous Jovi Adhiguna dan konten yang khusus menampilkan produk Street Boba. Selain itu, analisis juga dibatasi dengan jenis konten (gambar dan gambar yang dapat digeser atau carousell) dalam batas periode unggahan 27 Juni 2020 sampai dengan 27 September 2020. Hasil penelitian menemukan bahwa konten yang memiliki elemen star power terbukti lebih menarik perasaan FOMO pada audiens dibandingkan konten yang hanya menampilkan visualisasi produk.

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Fear of missing out (FOMO) has elements that could form attitudes and affect purchase intention. FOMO occurs from the influence of peers, family members, and an admirable figure. This study aims to prove star power that's possessed by a celebrity from social media Instagram has an impact on its audience's FOMO. This research uses content analysis method towards the brand Street Boba's Instagram. Content analysis was done by looking at the comparison of the number of likes, the number of comments, and the discussion in the comment section on content that displays the Instafamous Jovi Adhiguna and content that specifically displays Street Boba products. Furthermore, the analysis was also limited to content types (only image and image carousel) within the upload period from June 27, 2020 to September 27, 2020. The result of this study shows that content that has star power element proved to attract more FOMO in the audience compared to content that only displays product visualizations."

"If you're not social, it's like you're not even there. That's how critical social media marketing has become. Businesses everywhere are struggling to adapt, but transitioning from traditional marketing to online engagement is fraught with questions, such as: How much is a Facebook "like" worth? How can you effectively engage online influencers? What are the best dashboards for monitoring multiple social channels simutaneously? How do you keep it all going around the clock? For more than a decade, author Jeremy Goldman has helped companies inject "social" into their processes. In "Going Social", he explains the ins-and-outs of platforms such as Facebook,Twitter, LinkedIn, Google+, Foursquare, Instagram, Pinterest, and others - and shows readers how to: formulate a social strategy; pinpoint their audience and where they "live" online; give their brand a unique voice and personality; get good at listening; create relevant, engaging content; identify and reward influencers; build strong bonds with bloggers; become truly customer-centric; avoid pitfalls when possible-and respond to negative feedback when a misstep is made; cultivate brand spokespeople; use targeting to engage more effectively; turn employees into social marketers; engage with ROI in mind. The digital landscape offers unprecedented opportunities to breathe new life into brands, spread the word about products, and magnify loyalty. Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, "Going Social" is an indispensable guide to connecting with customers in the brave new social frontier."

"Foreword / by Margo Georgiadis, President , Americas, Google -- Introduction : living a recommendable life -- Preface -- Word of mouth recommendations : marketing's holy grail -- Stew Leonard's and the 30 minute recommendation -- Why Angie and her list are worth $650 million -- Fixing what advertising has broken -- A whole new model for a whole new world -- The power of positive recommendations -- Where, how and why we recommend -- Some recommendations are more valuable than others : the influencer ecosystem and the Oprah effect -- The roadmap to recommendations -- Know : understanding where and how your brand and your competitors are talked about and recommended -- Plan : developing a recommendable brand strategy, articulating your sharable story -- Identify : discover those people whose recommendations influence your brand's purchase decisions -- Activate : creating compelling content and experiences that engage the 90/10 rule -- Protect : identifying and neutralizing "hear me's", "reputation terrorists" and "competitive destroyers" -- Beyond marketing : operationalizing recommendations -- Customer service that gets you recommended -- Becoming the most recommended place to work (HR) -- Creating products and offerings your customers tell you they will buy (Product Innovation/R & D) -- Built by recommendations : tying it all together."

"Skripsi ini membahas pengaruh sikap pada iklan televisi Sensodyne Gentle Whitening dan Rexona Spray yang menggunakan layanan periklanan Brand Power terhadap keputusan pembelian produk dalam iklan. Penelitian ini adalah penelitian kuantitatif dengan metode eksperimen completely randomized design dengan laboratory experiment dan jenis penelitian ini adalah penelitian eksplanatif komparatif. Teori yang dipakai dalam penelitian ini adalah Hierarchy of Effects serta teori dan konsep penunjang lainnya seperti teori keputusan pembelian dan konsep sikap dan iklan. Hasil penelitian menemukan adanya hubungan dan pengaruh yang kuat antara sikap pada iklan televisi yang menggunakan layanan periklanan Brand Power dengan keputusan pembelian. Selain itu juga ditemukan bahwa nilai keputusan pembelian Kelompok Eksperimen lebih tinggi dibandingkan dengan Kelompok Kontrol.

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This research is to discuss the influence of Sensodyne Gentle Whitening TVC and Rexona Spray TVC using Brand Power as an ad service on the purchase decision of the products. This research is a quantitative study with completely randomized design experiment research with laboratory experiment. The type of this study is comparative explanative research. Theories used in this research are Hierarchy of Effects, Purchase Decision theory, and other supporting concepts such as the concept of attitude and advertising.

The result of this research is that there`s a strong effect between television commercial (TVC) using Brand Power as ad service and the purchase decision of the product. This research also found that the purchase decision value of Experiment Group is higher than the Control Group."

"Di era digital ini, perusahaan-perusahaan bersaing untuk memberikan citra terbaiknya di media sosial tanpa terkecuali perusahaan-perusahaan alihdaya atau outsourcing yang mana salah satunya adalah PT Impact Power Mandiri. Dalam praktiknya, PT Impact secara aktif menggunakan Social Media Public Relations dalam membangun brand image atau citra mereknya bagi para pencari kerja. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif dalam menganalisis strategi Social Media Public Relations PT Impact. Hasil dari penelitian ini menunjukkan PT Impact mengadaptasi strategi sebagai pola dan sebagai perspektif serta sudah terimplementasi dengan baik, namun apabila memiliki strukturisasi yang lebih rapi dan dedicated dalam bidang terkait, akan lebih memaksimalkan potensi yang dimiliki oleh PT Impact dalam persaingan di era digital seperti sekarang.

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In this digital era, companies compete to provide the best image on social media, including outsourcing companies, one of which is PT Impact Power Mandiri. In practice, PT Impact actively uses Social Media Public Relations to build its brand image for job seekers. The method used in this research is descriptive qualitative in analyzing PT Impact's Social Media Public Relations strategy. The results of this research show that PT Impact has adapted strategy as a pattern and as a perspective and has been implemented well, but if it has a more orderly and more dedicated structure, it will maximize the potential that PT Impact has in competition in this digital era."

"Penelitian ini menyelidiki dampak iklan dalam membangun brand equity dengan menganalisis pengaruh tiga faktor moderasi: media cetak, digital, dan media sosial. Penelitian ini mengkaji bagaimana Generasi X, Y, dan Z berinteraksi dengan iklan di berbagai jenis media tersebut. Pada fase pertama, eksperimen eye-tracker dilakukan untuk mengukur perhatian visual. Hasilnya menunjukkan bahwa Generasi X adalah yang paling adaptif, dengan durasi fiksasi yang konsisten tinggi di semua format media. Generasi Y tidak menunjukkan perbedaan signifikan dalam durasi fiksasi di berbagai jenis media, sedangkan Generasi Z menunjukkan keterlibatan yang lebih rendah secara keseluruhan, yang tercermin dari durasi fiksasi yang lebih pendek. Pada fase kedua, survei digunakan untuk menilai pengaruh elemen visual, tekstual, dan interaktif terhadap perceived quality, brand association, brand awareness, dan purchase intention. Temuan menunjukkan preferensi generasi yang berbeda: Generasi X lebih menyukai elemen pasif seperti headline dan ilustrasi; Generasi Y menghargai fitur interaktif seperti tombol yang dapat diklik dan kolom komentar; sementara Generasi Z merespons paling positif terhadap elemen yang sangat interaktif. Penelitian ini memberikan wawasan berharga dalam menyesuaikan strategi periklanan dengan karakteristik setiap generasi, serta menekankan pentingnya alat neuromarketing untuk meningkatkan keterlibatan. Temuan ini menawarkan kerangka kerja untuk mengoptimalkan brand equity melalui kampanye yang disesuaikan dengan mengintegrasikan pendekatan tradisional dan digital.

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This study investigates the impact of advertising on building brand equity by analyzing the influence of three moderating factors: print, digital, and social media. It examines how Generations X, Y, and Z engage with advertisements across these media types. In the first phase, eye-tracking experiments were conducted to measure visual attention. Results show that Generation X is the most adaptable, demonstrating consistently high fixation durations across all media formats. Generation Y shows no significant differences in fixation durations across media types, while Generation Z exhibits overall lower engagement, as reflected in shorter fixation durations.

In the second phase, surveys were used to assess the impact of visual, textual, and interactive elements on perceived quality, brand association, brand awareness, and purchase intention. Findings highlight distinct generational preferences: Generation X favors passive elements such as headlines and illustrations; Generation Y values interactive features like clickable buttons and comment sections; and Generation Z responds most positively to highly interactive elements.

The study provides valuable insights into tailoring advertising strategies to generational characteristics, emphasizing the importance of neuromarketing tools for enhancing engagement. These findings offer a framework for optimizing brand equity through customized campaigns that integrate traditional and digital approaches."